From Bank Systems & Technology:
U.S. Bancorp is breathing new life into its customer reports with digital watermarks. Smartphone users can scan the digital watermarks, which are embedded in images in the bank's printed reports, using a mobile app that connects them to additional mobile content, providing an enhanced reader experience.
"We see [digital watermarks] as an opportunity to enhance our materials with more dynamic content," says Moira Clark Bonn, VP of marketing for U.S. Bank, U.S. Bancorp's commercial bank. "It also allows us to provide a deeper level of content if a consumer wants to access more information about a given product or service."
According to Bonn, the response rates to the watermarks have been good, and U.S. Bancorp expects to see increased user engagement as it uses the watermarking in more materials. The company is looking into watermarking its consumer branch brochures to provide a link between its individual branches and its website, she adds.
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